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YouTube’s Search Ads – Will You Buy Them?

The next big thing for Google ... and for marketers too?

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Google will announce its third quarter financial results on Thursday, and in the meantime, the company seems to be looking for revenue under every rock… and YouTube may be the biggest rock of all.

Searches for all sorts of terms on YouTube are turning up links to one or more "promoted videos" on the right-hand side of results pages.  Each ad consists of one small image and Google Adwords-style text ad.

These hybrid ads combine Google-type text ads with video content from YouTube.  The ads link to a sponsored page on YouTube that consist of user generated content found on YouTube itself. For instance, Toyota Corolla has sponsored a "Best In Jest" page featuring a top ten list of funny YouTube videos. Below the videos, Toyota promotes the vehicle and links to pages on toyota.com. Sometimes these ads link to customized profile-like sponsor pages, while others will simply play a video.


As with all social media in general, visitors aren’t often at YouTube to buy products. It will be interesting to hear from marketers about the effectiveness of their YouTube advertising as this gets more play. In effect, advertisers like Toyota aren’t necessarily looking for direct leads on YouTube, in as much as they are seeking to further brand their Totoyota Corolla vehicle with YouTube’s younger and "hipper" audience.

Many companies have already had good experiences with online video (specifically YouTube). The WillItBlend folks have seen their sales increase thanks to online videos, and plenty of other companies have seen fit to create YouTube channels.

The real value to utilizing YouTube and video in general from a marketing standpoint, is that it’s become a good platform for viral marketing.  Nike and Gatorade have illustrated this and small businesses can employ the same strategy too.  If a video turns out to be particularly successful in terms of views (and businesses are citing a range from 100,000 to 500,000 views as successful), then it could eventually be turned into a full-blown television ad.  Google’s got your back on that, with a recent deal signed with NBC.

The YouTube search ads come in the midst of what seems like a real monetization revolution for YouTube.  We saw commercials appear earlier this month, followed by ecommerce deals with iTunes and Amazon.  Then there’s the CBS agreement to consider.  YouTube really appears to be branching out in terms of making money from its popular service.

So keep an eye on that right column, as YouTube’s likely to start letting in more advertisers, and it may just be the next big thing for Google and possibly even marketers, too.

YouTube’s Search Ads – Will You Buy Them?
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  • http://www.e-commercewebdesign.co.uk Adam – Ecommerce Web Design

    I’m sure once it’s up and running the system will work similar to Google’s Adwords which remains largely appropriate in accordance with search results. I don’t mind it as long as it doesn’t interfere with my enjoyment of the site.

    It’s not like Google to mess up a good thing once it’s going.

    • http://publish.youshouldreadmore.com Gareth

      The main problem I can for -see is that at he moment there is already a lot of small time advertising taking place on you tube. Lets face it, it is a great way to attract traffic to you website, and even a cheaply produced video made with free versions of camtasia, and a bit of humour, can attract large numbers.

      If google monetises this website successfully, I can forsee them clamping down and even charging these small timers for space. (They will probably use the excuse of "paying advertisers" complaining).That would be a shame, at the moment it is still a level playing field for bloggers and the big boys. Apart  from that I think it will stifle a lot of creativity.

      Still perhaps it will never happen, why would Google want to upset regular You Tube users. By the way nice article.

  • http://mytechpeople.com Kpep

    We will suggest some of our clients advertise on youtube during the early stages. Especially the folks who deal in visual services.

  • http://www.kelowna-web-design.com Marketing

    For marketing on Youtube, we will place our clients of visual services or attractions only. For contextual advertising, I would not suggest youtube as a good place for such advertising.

  • emanuel

    The problem I see is that most of the local (in my case: Dutch ) advertisements on the internet are way to American for my taste or just poorly ‘localized’ (in case of German and French companies).

    I can’t remember ever been drawn to a product because of these ads..

    People do like humour and honesty though (and not the next obvious lie)..

    But first things first: YouTube has to increase the audio quality. E.g. I like to watch DJ’s perform (in my confortable chair I mean, on the floor I like to dance!), but often the poor sound quality due to the restrictions YouTube enforces puts me off.. And no, most of the time you can not get these gigs on DVD or CD or whatever, so there’s no commercial loss in this.

    Just more fame for the DJ etc..

     

     

  • http://www.jonathanboettcher.com Jonathan

    I’d probably give it a shot… though I’ve already had some success with placing videos on youtube to drive traffic to my site… the cool thing is that the videos actually show up quite well in the normal search results, so it isn’t all about what’s on the youtube homepage.

  • http://WWW.CHESHIRESHOP.COM Terry Clark

     Anywhere people are, ads are soon to follow. Some things never change, just the medium.

  • http://www.diamondonnet.com/ Diamonds

    Another adwords in the making…

    Hopefully in the process they should improve the sound and picture quality of the videos.

  • Warthog

    I say leave it alone. Leave some places on the net as just a fun place. It is a great social networking site. Using it as a professional advertising site will just destroy it. Let it be.

  • http://www.foursquareinnovations.co.uk/ Internet marketer Leeds

    Have to agree with Gareth here – would be nice to keep YouTube as a level playing field, where small advertisers can get in with novel ideas and whacky marketing strategies – some great success can be borne from that which might get squashed by such a change.

  • http://www.yain.com Edward Han

    Well, I won’t mind if it can helps to improve my online sales. If the ads offer is good, I will also buy the products or services.

    Basically it will be like going to a shopping center and looking at the products. If it suits me and that is what I want, I will make purchase. So if the ads is showing what I am looking for, why not?

     

  • http://car2be.com/ used bmw 325i

    The main problem I can for -see is that at he moment there is already a lot of small time advertising taking place on you tube. Lets face it, it is a great way to attract traffic to you website, and even a cheaply produced video made with free versions of camtasia, and a bit of humour, can attract large numbers.

    If google monetises this website successfully, I can forsee them clamping down and even charging these small timers for space. (They will probably use the excuse of “paying advertisers” complaining).That would be a shame, at the moment it is still a level playing field for bloggers and the big boys. Apart from that I think it will stifle a lot of creativity.

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